Target Secures 72 Licenses to Expand Hemp-Derived THC Beverage Sales in Minnesota

Target has significantly broadened its stake in Minnesota’s burgeoning hemp-derived THC beverage market, obtaining 72 new lower-potency hemp edible licenses to sell THC drinks at every one of its stores statewide. This expansion follows a successful pilot program launched last year in just 10 Minnesota locations, indicating strong consumer interest and positive sales outcomes. With these new licenses, Target now leads the state in the number of lower-potency hemp edible permits held, surpassing all other companies in Minnesota. The licenses, granted on April 1, are valid for one year, and come at a time when federal law is poised to ban many hemp-derived THC products later this year

The regulatory landscape is rapidly shifting. Target’s expansion arrives as Congress has enacted a measure—signed into law by President Donald Trump—that will ban hemp-derived products containing more than 0.4 milligrams of THC per container, with the prohibition set to take effect in November. Despite bipartisan efforts in both the House and Senate to postpone the ban, congressional leadership has yet to act, leaving companies like Target in a race against time. Under current Minnesota regulations, licensed retailers may sell products with up to 5 milligrams of THC per serving and no more than 50 milligrams per package, while beverages are capped at 10 milligrams of THC per container

Target’s initial foray into the market included a diverse set of THC drink brands such as Birdie, Cann, Find Wunder, Gigli, Hi Seltzer, Indeed, Señorita, Stigma, Surly, Trail Magic, Wyld, and Wynk. While it remains unclear whether Target will branch out into other hemp-derived edible categories beyond beverages, the company’s move signals a growing mainstream acceptance of cannabis-infused products. According to a 2022 Minnesota law, all hemp-derived cannabinoids, including CBD, can be sold in foods, beverages, and topicals so long as THC content remains below the federal threshold of 0.3%

Consumer response has been notably positive. A NuggMD poll found that 50.5% of marijuana consumers said Target’s decision to sell THC beverages made them more likely to shop at the retailer, with 16.1% expressing increased support regardless of store location. "About half of respondents (49.5 percent) said Target’s embrace of a THC drink pilot program wouldn’t affect where they shop," Marijuana Moment reported. These findings underscore the potential for mainstream retailers to shift consumer traffic and perception by embracing cannabis products

Target’s move is part of a broader trend among major U.S. companies adapting to evolving cannabis policies. Home Depot and Amazon have also updated employee drug testing protocols, and the Veterans of Foreign Wars recently partnered with a hemp THC beverage company to promote cannabis drinks as alcohol alternatives at VFW posts. Meanwhile, national polling suggests that most Americans view marijuana as a healthier choice than alcohol and expect nationwide legalization within five years. The mainstreaming of cannabis beverages is further evidenced by data showing that four in five adults who consume these drinks have reduced their alcohol use

From the OG Lab perspective, Target’s statewide rollout of hemp-derived THC beverages is a bellwether for mainstream cannabis adoption, especially as federal restrictions loom. With regulatory uncertainty on the horizon, how large retailers like Target navigate compliance, consumer demand, and product diversification will set important precedents for the broader industry. This development is worth watching as it could reshape access, competition, and public perception of cannabis-infused products nationwide